Introduction
Part of the digital transformation for retailers is learning to deal with existing issues in new ways.
Just as bricks-and-mortar has been optimised and improved over the years, online retailers are constantly discovering new ways to more effectively achieve their main goal – driving revenue and increasing conversion.
One way Dixons Retail sought to turn browsers into buyers was tackling the issue of basket abandonment.
The challenge
68% of retail customers that put something into a shopping basket online abandon it. The driving emotion behind basket abandonment is fear of regret. Retailers can significantly ease this purchase regret by showing potential customers what previous purchasers thought of the product. Unedited consumer reviews build trust between the brand and the consumer, and help them picture themselves being happy with the product down the line.
The solution
Dixons Retail has been working with Feefo for many years to develop this connection with customers on its website. To further integrate review content into its strategy, Dixons worked with remarketing company SaleCyle to inject customer reviews into some of its basket abandonment emails.
“Remarketing emails are proven to be the most successful type of email a brand can send, and adding highly targeted and relevant consumer review data only goes to further enhance click and conversion rates.“
Dominic Edmunds
CEO, Salescycle
The results
Dixons Retail is now converting 3% of abandoned baskets - an approximate yearly recovery of £35m. The numbers are growing - Dixons ran an A/B test, sending remarketing emails to customers who had previously abandoned baskets, some with user-generated content, some without.
Dixons saw an uplift in conversion when Feefo content was displayed
